The Snack That Smiles BackGoldfish Crackers Product Redesign
I’m obsessed with Goldfish crackers. I almost always have a bag in my backpack and as some of my classmates know, I eat them in pretty much all my classes. Although I love the crackers, I have always been underwhelmed by the packaging. The bags are loud, messy, and the crackers often end up getting crushed. I also find the design dated, as it’s pretty much been the same since I was a kid. This is an unnecessary problem.
My redesign of the smaller Goldfish crackers bag consists of a more playful design, a more modern logo, and more functional packaging.
Assignment Product Redesign
Date February 19, 2016
Programs Adobe Illustrator
I incorporated aspects of the original packaging, but I added more color and used flat graphics for a simpler and more playful aesthetic. The orange color is a big part of the Goldfish brand so I kept that while adding a bold blue color for contrast. The photos of the crackers themselves didn’t go with my simpler design so I created a flat vector graphic to use instead, which adds to the almost cartoon-like feel. Although I added a small dot texture in some areas to add depth, I maintained clean lines, even with the font and logo.
The previous logo was dated. There’s no way around it. As well as updating the package design, I wanted to update the brand itself to keep it cohesive. While redesigning the logo, I kept in mind that it needed to suit all the Pepperidge Farm products and not just the Goldfish crackers. The redesigned logo is simple and playful, like the Goldfish package design, and modern as well. This logo will suit products aimed towards people of all ages.
Problems with the previous packaging consisted of noise, mess, and insufficient protection. Snacking in class is hard when you’re worried about making too much noise by digging into a bag and getting salt on your sleeve. Snacking in class is even harder when the crackers are crushed by your books. By switching the packaging from a bag to a canister I eliminated the noise problem that comes from a tall bag (especially those lined with foil), as well as the mess problem that comes from a narrow opening. The canister’s solid frame protects the crackers from getting smashed.
I remember eating Goldfish crackers after school when I was a kid, or while watching TV on the weekend. As an adult, I still enjoy Goldfish crackers, but I can appreciate that they are generally marketed towards children. When I was a kid, the design was fun and current and I was always eager to throw a package into my mom’s shopping cart. That design is pretty much still the same and designs that were effective in the 90s aren’t necessarily effective now. The updated packaging is designed to grab a child’s attention as something attractive and desirable. Although the bright colors and contrast is geared towards kids, the clean lines and modern aesthetic is geared towards the parents who are steering the cart. Unlike many Made-For-Kids products, this design doesn’t look like something a kid drew to hang on a fridge. That’s a good thing. This design will draw kids in, and not scare the parents away.